4INFO AdHaven Bullseye Acxiom Slater Team

44
CONFIDENTIAL An Introduction to 4INFO

Transcript of 4INFO AdHaven Bullseye Acxiom Slater Team

Page 1: 4INFO AdHaven Bullseye Acxiom Slater Team

CONFIDENTIAL

An Introduction to 4INFO

Page 2: 4INFO AdHaven Bullseye Acxiom Slater Team

Introducing Bullseye™: Mobile. Measurable.

AdHaven BullseyeTM combines true precision targeting

with the ability to track results from impressions to online and offline transactions, giving marketers the confidence to make mobile an integral part of their ad spending.

Let us put it another way.

Bullseye is mobilemade measurable.

2

Page 3: 4INFO AdHaven Bullseye Acxiom Slater Team

The reviews are as strong as the ROI.

“The 4INFO model is pretty clearly the future of mobile targeting and ad measurement. And it's a future that is a great deal more nuanced, sophisticated and "closed loop" than 90% of current digital ad paradigms.” Greg Sterling, i2G

“Companies are doing amazing things with big data. 4INFO … equips advertisers with the quick-strike capability of a U.S. drone.” Adam Kleinberg, AdAge

“4INFO doing a great job showing how you can measure mobile ROI (no it’s not via a CTR)” @mediatwo

3

Page 4: 4INFO AdHaven Bullseye Acxiom Slater Team

Customer Marketing1s

t Party Data

Tag Management

Traditional Data

Management Platform

3rd Party Data

Premium Publishers

ACXIOM AOS

Over 7,000 publishers and digital data brokers – reach of 200MM consumers in distribution network!

Cross- Channel Planning

Big Data Analytics

We Are the Mobile Extension of AOS

Page 5: 4INFO AdHaven Bullseye Acxiom Slater Team

Customer Marketing1s

t Party Data

Tag Management

Traditional Data

Management Platform

3rd Party Data

Premium Publishers

ACXIOM AOS

Over 7,000 publishers and digital data brokers – reach of 200MM consumers in distribution network!

Cross- Channel Planning

Big Data Analytics

But How Are You Different from These Guys?

Page 6: 4INFO AdHaven Bullseye Acxiom Slater Team

Comprehensive Mobile Market Coverage

Platform Market ShareAndroid Apple BlackBerry Microsoft

Mobile Display(Apps & Mobile Web)

60% of the M

arket

15.7% of time spent on mobile devices

For the record we run on Apple inventory as well, and can measure across it! 4INFO

runs on all Operating Systems including Apple

Page 7: 4INFO AdHaven Bullseye Acxiom Slater Team

The AdHaven Bullseye NetworkReach• 30 billion impressions/ month• 101 million households• 152 million devices

7

Premium Sites & Apps

Ad Networks & Mediators

Availability • Over 20,000 Acxiom segments • Operating Systems: iOS, Android, Windows, Kindle, Nook, and more• Platforms: Mobile Web, Mobile App, Online Web

TV & Online Media

Print & Online Media

Financial Brands

Home, Health, Beauty & Lifestyle Brands

Page 8: 4INFO AdHaven Bullseye Acxiom Slater Team

Mobile Enables Targeting Along the Path to Purchase

8

54% of Americans say the first thing they do upon waking is check their cell

phone.1

1 Mobile Mindset Study, Lookout, 6/12; 2 comScore Device Essentials, U.S. Monday, Jan 21, 2013; comScore MobiLens and TabLens, U.S., 3 Google Shopper Marketing Agency Council Research, April 2013; 4eMarketer 8/1/13

Between 6-8am mobile phone usage

steadily increases.2

84% of consumers use

their mobile phone

while shopping.3

During the work day PC usage exceeds smartphone usage, but

4% of device time is still on a mobile device.2

In the evening, mobile usage spikes, with tablets exceeding even smartphones.2 Adults now spend more time on digital devices than watching tv.4

Marketers Not Investing Big in Mobile Are Missing Out. Big Time.

Page 9: 4INFO AdHaven Bullseye Acxiom Slater Team

Mobile Phones are Ubiquitous

About 79% of US residents, or 252.4 million people, will own and use a mobile phone in 2014.

This will rise to 268.0 million consumers, or 81.5% of the US population, by 2018.

Source: eMarketer, US Mobile Users: 2014 Complete Forecast, 4/4/14

Page 10: 4INFO AdHaven Bullseye Acxiom Slater Team

More Time on Mobile Than Television

• In the U.S. Time Spent on mobile devices now outpaces TV.

• Americans now spend 151 minutes per day on smartphones, next to 147 in front of TVs.

Source: Milward Brown, 2014 AdREaction Study, 3/18/14

Page 11: 4INFO AdHaven Bullseye Acxiom Slater Team

Advertisers are listening

Page 12: 4INFO AdHaven Bullseye Acxiom Slater Team

Options for Targeting Mobile Advertising Until Now

12

Area Demographics & LifestylesArea Purchase Behavior

Area Interests

Approximate Demographics

Location of DeviceTime of Day

Location Analytics

Device TypeOperating System

ManufacturerCarrier

Device Info

Sites VisitedApps Downloaded

Contextual

Page 13: 4INFO AdHaven Bullseye Acxiom Slater Team

Popular Mobile Ad Targeting Options

13

Area Demographics & LifestylesArea Purchase Behavior

Area Interests

Approximate Demographics

Location of DeviceTime of Day

Location Analytics

Device TypeOperating System

ManufacturerCarrier

Device Info

Sites VisitedApps Downloaded

Contextual

All lack precision, resulting inwasted impressions

Difficult to accurately measure and tie directly to key metrics used with other media

Page 14: 4INFO AdHaven Bullseye Acxiom Slater Team

What’s the most precise and accurate way to target?

KNOW WHO

14

you are reaching with your mobile ad

Page 15: 4INFO AdHaven Bullseye Acxiom Slater Team

Device to Household Address Matching

Proprietary

15

Ad Requests

Ad Requests

Ad Requests

Ad Requests

Ad Request(s)

Ad Requests

Ad Requests

Ad Requests

Ad Requests

Ad Requests

Ad Requests

We used advanced technologies and geocoding

to map every U.S. household to lat/long.

Then we analyzed billions of ad requests using patent-pending

clustering algorithms.

As a result, we’ve accurately matched more than 152

million mobile devices to 101 million household addresses.

Ad Requests

Page 16: 4INFO AdHaven Bullseye Acxiom Slater Team

Direct Link to 3rd & CRM/1st Party Data

Predictable

We can precisely target ads to devices using reliable, industry-accepted purchase and lifestyle data linked to our households.

16

Page 17: 4INFO AdHaven Bullseye Acxiom Slater Team

• Existing CRM Customer• Lease Expiring < 90 Days

App/Site sends ad request

Device ID matches one of the devices associated with a household ID…

…which has relevant 3rd or 1st Party data segments associated with it

AdHaven applies advertiser audience requirements

Ad Served to Target Audience

How Bullseye hits the markwith automotive buyers

17

Advertiser EstablishesCampaign Criteria

• Existing CRM customer• Lease Expiring < 90 Days

Page 18: 4INFO AdHaven Bullseye Acxiom Slater Team

Exposed Households Reported

Precise

We can close the loop and measure return on ad spend because we know precisely who received your ad.

18

Page 19: 4INFO AdHaven Bullseye Acxiom Slater Team

A Treasure Trove of Insight Potential

Information available post-campaign for each ad impression:

City (if available or determined)

Zip (if available or determined)

DMA (if available or determined)

State (if available or determined)

Household IDSegment ID

Mobile device browserMobile device OSMobile device brandMobile device OS VersionMobile device ModelDevice Type (tablet/phone/other)

Timestamp (with time zone)

Price model (CPC/CPM)

Price (unit price)

Event (impression/click/etc.)

Ad Group IdAd IdBanner IDBanner size

Page 20: 4INFO AdHaven Bullseye Acxiom Slater Team

Closed-Loop Campaign Measurement

20

Precise

Which means you can measure the impact of mobile campaigns based on what really matter – transactions conducted online and in retail stores and branches.

Page 21: 4INFO AdHaven Bullseye Acxiom Slater Team

All While Remaining Privacy Friendly

Private

Bullseye’s double-blind matching solution ensures that only the de-identified device ID and location ID are matched, so no PII is exchanged.

21

Page 22: 4INFO AdHaven Bullseye Acxiom Slater Team

The AdHaven platform of targeting solutions

22

AdHaven delivers a complete range of targeting products to meet the needs of any campaign.

Page 23: 4INFO AdHaven Bullseye Acxiom Slater Team

The AdHaven platform of targeting solutions

23

A single product that makes it easy to target by:• Handset • Demographics • Application • Mobile Browser • Operating System • Channel • WiFi/OTA • Time of Day • Day of Week

Page 24: 4INFO AdHaven Bullseye Acxiom Slater Team

The AdHaven platform of targeting solutions

24

A pair of solutions that enable you to target based on location parameters: • Geotargeting

+ State+ DMA+ ZIP

Page 25: 4INFO AdHaven Bullseye Acxiom Slater Team

The AdHaven platform of targeting solutions

25

A pair of solutions that enable you to target based on location parameters: • Geofencing

+ Target in-store (50-meter radius)+ Target nearby (up to 10-mile radius)+ Target competitors

Page 26: 4INFO AdHaven Bullseye Acxiom Slater Team

Geofencing – Location-based targeting

26

Target consumers at your store or at your competitors stores with specific advertising What it does for you:

• Reach people when they’re in a place to act

• Provide special offers to consumers currently in competitor’s stores

• Reach audiences in or near specific locations or categories of locations

Capabilities:• Target in-store at 50m

radius• Target nearby, your choice,

up to 10 mile radius• Target by store location• Target by location category

Reach your customer in real-time, exactly when they’re in the right location for your message.

Page 27: 4INFO AdHaven Bullseye Acxiom Slater Team

The AdHaven platform of targeting solutions

27

The most sophisticated solution available today, using purchased-based data to provide true precision targeting and measurement.

• Bullseye• Bullseye HyperLocal• Bullseye MultiScreen

Page 28: 4INFO AdHaven Bullseye Acxiom Slater Team

HyperLocal Audience Targeting

Bullseye audience targeting, combined

with geofencing

Works great as companion to

larger campaign

Only your defined audience will receive ads

Page 29: 4INFO AdHaven Bullseye Acxiom Slater Team

Cross Device Targeting Made Easy

/ 29

Reach your Bullseye targeted audience across all the screens they use – phone, tablet and desktop.

• Target messaging based on device• Reach target audience with

cohesive messaging across devices• Support for custom and syndicated

segments

Page 30: 4INFO AdHaven Bullseye Acxiom Slater Team

Know Who You Reach

Smartphone TabletComputer

Many devices.

Page 31: 4INFO AdHaven Bullseye Acxiom Slater Team

Unified by Household

Know Who You Reach

Many devices. One person.

Page 32: 4INFO AdHaven Bullseye Acxiom Slater Team

Use Case: Discover - Acquire New Card Members

/ 32

Targ

eting

Mes

sage

& C

reati

ve

Mea

sure

men

t

College Students

New Account Applications

from Exposed vs. Unexposed

Targets

Page 33: 4INFO AdHaven Bullseye Acxiom Slater Team

Use Case: Discover - HyperLocal Targeting

/ 33

Targ

eting

Mes

sage

& C

reati

ve

Mea

sure

men

tExisting Card Holders In or Near Select

Movie Theaters and Restaurants

Incremental Spending by Exposed vs. Unexposed Spending

Page 34: 4INFO AdHaven Bullseye Acxiom Slater Team

Use Case: AT&T - Customer Acquisition

34

Obj

ectiv

e

Mes

sage

& C

reati

ve

Mea

sure

men

t

Convert Consumers

to be Customers of

AT&T from Other 3 Main Competitive

Carriers

Target Non-Customers Within

Specific DMAs with Specific “Come Back” Messaging

Additional New User Acquisition by Exposed

vs. Unexposed Spending

Page 35: 4INFO AdHaven Bullseye Acxiom Slater Team

Use Case: AT&T Samsung Acquisition Promo

35

Obj

ectiv

e

Mes

sage

& C

reati

ve

Mea

sure

men

tAttract New AT&T Mobile Customers

and Push the Samsung

Brand within Industry

Target Non-AT&T Customers With

Older Smartphones or

Android Propensity With

99¢ Promotion for New Galaxy SIII

Mini

Incremental Spending of

Samsung Brand by

Exposed vs. Unexposed Spending

Page 36: 4INFO AdHaven Bullseye Acxiom Slater Team

Use Case: AT&T Add a Line / Tablet

36

Obj

ectiv

e

Mes

sage

& C

reati

ve

Mea

sure

men

t

Increase Sales of Additional Lines/Tablets

and Raise/Push Awareness of Current AT&T Promotions

within Existing Plans

Incremental Spending by Lines Added and Overall

Sales by Exposed vs. Unexposed Spending

Targeting Existing AT&T

Customers to Add a Line or

Tablet to Their

Services

Page 37: 4INFO AdHaven Bullseye Acxiom Slater Team

37

Obj

ectiv

e

Mes

sage

& C

reati

ve

Mea

sure

men

t

Increase Sales of

Mobile Share Value Plans and Raise Awareness of Current

AT&T Promotions

Target Recently Lapsed AT&T Customers, as well as Price

Sensitive Non-AT&T Mobile

Uses with Value Plan Offer

Incremental Spending by

Plans and Sales by

Exposed vs. Unexposed Spending

Use Case: AT&T Value Plan

Page 38: 4INFO AdHaven Bullseye Acxiom Slater Team

Use Case: AT&T Smartphones

38

Obj

ectiv

e

Mes

sage

& C

reati

ve

Mea

sure

men

t

Increase AT&T Mobile

Plan and Smartphone Sales and

Build Awareness Across All

Carrier Industry Plans

Target Technology

Enthusiasts by Advertising that AT&T has the

Latest and Greatest

Smartphones with a Call to Action to

Find a Store Nearby

Incremental Spending on

AT&T Smartphones by Exposed

vs. Unexposed Spending

Page 39: 4INFO AdHaven Bullseye Acxiom Slater Team

Use Case: GM - Drive to Dealership

39

Obj

ectiv

e

Mes

sage

& C

reati

ve

Mea

sure

men

t

Get Consumers

Into the Dealership

Incremental Spending by Exposed vs. Unexposed Consumers

Geofencing: Consumers

Who Are within 1 Mile of a DealerPlusTarget Luxury Car

Affinity

Page 40: 4INFO AdHaven Bullseye Acxiom Slater Team

Use Case: GM - Service

40

Obj

ectiv

e

Mes

sage

& C

reati

ve

Mea

sure

men

t

Increase Sales of

Services and Parts

Incremental Spending by Exposed vs. Unexposed Spending

Use CRM Data to Target

Current Buick

Owners

Page 41: 4INFO AdHaven Bullseye Acxiom Slater Team

Use Case: Microsoft - Engaging Video Xbox

41

Obj

ectiv

e

Mes

sage

& C

reati

ve

Mea

sure

men

t

Increase Xbox One

Sales

Incremental Spending by Exposed vs. Unexposed Spending

Acxiom 3rd party data of

Technophiles, and Gamers

with CRM Suppression

Page 42: 4INFO AdHaven Bullseye Acxiom Slater Team

How to Introduce 4INFO to Your Clients

• Consider starting with CT campaigns immediately, with ultimate goal AOS

• Get your team up to speed with a personalized demo and brainstorm with 4INFO

• Pave the way with your customers• Bring 4INFO to the party once customers

express interest and opportunities emerge• Ryan Peters is your partner development

manager at Acxiom – leverage him• Generous revenue share—up to 35%!

/ 42

Page 43: 4INFO AdHaven Bullseye Acxiom Slater Team

The people behind the precision.

43

Brian SlittVP, Sales and Business [email protected]  (o)617.519.7581 (m)

Page 44: 4INFO AdHaven Bullseye Acxiom Slater Team

CONFIDENTIAL

An Introduction to 4INFO